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Due to the growth of Web 2.0, the fact that all the activities transcend from offline to the online environment and the control of your information is more complicated; personal branding comes into play. This study aims to investigate the importance of developing, maintaining, and promoting the professional identity on LinkedIn of a communication and marketing specialist and show their perception on which aspects are essential for hiring someone for such a position. Also, this study investigates the attitude of recruitment and human resources specialists towards the development of a personal brand on LinkedIn and the criteria used in evaluating a communication and marketing specialist. Quantitative research based on two questionnaires was used to understand the perceptions of the study participants. The results indicated that social media networks are a useful tool for developing a personal brand, but communication and marketing specialists show an average involvement. Likewise, recruiting specialists have high expectations, while communication and marketing specialists are using the same methods for self-presentation.
Marin et al. (Fri,) studied this question.